Is your audience's consumption of content changing?
The value of digital content for business has been proven repeatedly, however change is continually occurring with our audiences, their content consumption, platforms we use and the depth of reporting available. It’s vital that the way we create, distribute, measure and reuse content is reviewed regularly to ensure it leverages the current opportunities available.
This month we’re exploring the latest digital content methods and tactics working for marketers both internationally and locally. Our speakers will share the content they are creating, how they are distributing it and what’s working for them. They’ll talk about the reasons motivating their content generation, how they choose a channel, the measurement they use and what a good result looks like. Plus, you’ll hear examples across both small and large companies with very different content schedules.
Regardless of whether your content is copy, video or audio, you’ll gain insights into the latest techniques and updates available so that your content can be authentic, use a consistent brand voice and ultimately drive an outcome.
We are excited to be joined by Ashley Ward international digital marketing expert from SEMrush who will be in Australia from the USA for this event.
All attendees will automatically enter our business card draw on the day to have a chance to win great prizes!
Ashley Ward, Digital Marketing Strategist, SEMrush
Ashley will share her international perspective on the latest content direction and trends she is seeing. She’ll discuss the impact of high mobile usage on content decisions, show how you can write ad copy that converts and explore how people are searching using voice. Plus, find out what metrics and measurement you should be using to measure your content results.
Michael Hauser, Head of Digital, Visit Victoria
Michael will outline how Visit Victoria’s content has evolved from fixed and social, to multi-format, targeted and personalised. Discover their key insights and critical points in this journey, how they get cut through in a content rich industry and what Michael sees as being the next step in their evolution.
Thomas Russell, Content Marketing Adviser, beyondblue
Thomas will outline beyondblue's approach to content marketing and share his journey in getting internal stakeholders on board with their content focus. Find out the types of content they use and why, how they distribute it for maximum effectiveness, their measures of success and what is installed in the near future.
Zoe Dattner, Publisher, SmartCompany
Zoe will share a publisher's perspective on content marketing and will provide tips on how to think more like a journalist when creating content. She’ll also offer some examples of what to do and what not to do to maximise audience engagement.
Ashley Ward is a Digital Marketing Strategist at SEMrush, an all-in-one digital marketing tool. Her passion is focused on helping businesses and marketing professionals gain long term ROI through teaching content and social media marketing techniques.
Speaking both internationally and throughout the US, Ashley regularly teaches workshops and speaks at conferences like Pubcon, BrightonSEO, SearchLove, Digital Summits, Retail Global, and SMS Sydney.
Ashley has co-authored the best-selling book “The Better Business Book V.2” and is a contributing writer to industry blogs such as Search Engine Journal and AuthorityLabs.
Michael has worked in the digital environment for over 15 years. Joining Tourism Victoria's Online team in 1999, he originally worked on the original design and development of the visitvictoria.com consumer website, the primary tourism destinational marketing site for Melbourne and Victoria, managing major redesigns to the website and implementing new features and functionality.
From 2005 he managed digital marketing for Tourism Victoria, successfully implementing key strategies for search marketing, eMail marketing, social media and mobile and developed Tourism Victoria's 2014-2017 Digital Strategy. In 2017 he commenced as Head of Digital at Visit Victoria, managing digital marketing, technology, content and strategy. He provides strategic digital marketing strategy, advise, guidance and development for Visit Victoria's domestic and international marketing campaigns and continues to develop and evolve marketing technology solutions to deliver data driven marketing to each step of the consumer journey from awareness through to conversion.
During his three-year tenure at MediaCom, Thomas Russell contributed to the strategic planning and implementation of several beyondblue paid search and social campaigns before making the transition client-side. He has since helmed the end-to-end development and launch of beyondblue's always-on content marketing strategy. Thomas is passionate about ensuring the distribution of research-backed mental health information and resources to any and all members of the Australian general public who can benefit from this.
Zoe Dattner is the publisher of SmartCompany, where she leads the editorial, partner content and commercial teams. Formerly, Zoe worked in the book trade for fifteen years, as founder and director of Sleepers Publishing, and general manager of the Small Press Network.